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Global Marketing Strategies
- Publisher
- Emerald Publishing
- Copyright
- Copyright © 1997 MCB UP Ltd. All rights reserved.
- ISSN
- 1355-2538
- DOI
- 10.1108/EUM0000000004337
- Publisher site
- See Article on Publisher Site
Abstract
Defining competences, capabilities and skills (CCSs) considered critical in the company’s international business environment is a most important, yet often neglected, strategic management task. Suggests number of core competences, capabilities and skills in international business and then assesses their relevance for selected product categories, countries and international business forms. Discusses three mini‐cases against the background of Sanchez‐Heene model of company as an open system, to suggest a basic framework for the international business CCS gap analysis.
Journal
Journal of Marketing Practice Applied Marketing Science – Emerald Publishing
Published: Jun 1, 1997
Keywords: Global marketing; Core competences